Word: thaler
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...just let them know how much they use in comparison with their neighbors. When that bit of information was added to electric bills in San Marcos, Calif., heavy users quickly lowered their consumption, even though no one had asked them to. To borrow a term from behavioral economist Richard Thaler and legal scholar Cass Sunstein, the good people of San Marcos had been nudged...
...could wake up tomorrow and find yourself in another profession, would you want to do? -Nancy Thaler in Brecksville, Ohio I still haven't quite figured that one out yet. But I hope that I can remain in journalism. Journalism is what I have always loved at least since I was 30 and first started...
...these nice ladies? They're the powers behind the Kaplan Thaler Group, a hot New York City ad agency that had $900 million in billings last year. The duo created the iconic AFLAC duck, and clients include Procter & Gamble, Continental Airlines, Pfizer, Revlon and Office Depot. Thaler and Koval attribute their success in part to practicing what they preach in their 195-employee office. (Of course, having terrific creative work helps too.) At Kaplan Thaler, everyone gets a callback, and every résumé gets answered. "We may not have a job for somebody," says Thaler, "but everybody deserves the respect...
...pair are keenly aware they are bucking the long-standing baseball-and-business axiom that nice guys and girls finish last. Says Thaler: "We couldn't find one marketing book anywhere--and we combed through all of them--that had one sentence about the fact, 'Oh, and by the way, you should give a client a more comfortable seat, pick up their bags at the airport, compliment them on their ties.'" That's why the authors dismiss old think about office demeanor: "'Mean' to us is so last millennium...
Niceness is on the march, darn it. Power of Nice's Thaler and Koval are exporting their philosophy with printings in such countries as New Zealand, Brazil and South Korea. All the female theoreticians need now is to get men to listen. That's an area where Nice Girls Don't Get the Corner Office's Frankel and The Power of Nice authors enthusiastically agree. Says Frankel: "I spend half my time working with men, teaching them to be more like women. I talk to them about the importance of things like listening, collaborating, motivating and seeing the human side...